SEO Translations
Adapts website content with local keyword research and search optimisation so each language version ranks in its target market.
If you have ever translated a page literally and wondered why it does not rank, you already know that local search terms matter more than linguistic accuracy.
Key points
- Do not translate without local keyword research — search terms vary significantly by market.
- Localise metadata: titles, headings, and meta descriptions must use the target language and local keywords.
- Use hreflang and correct URL structure so search engines serve the right version to each locale.
- Prefer a language switcher over automatic redirects based on IP; the latter can block crawling and misdirect users.
A Spanish shoe retailer expands to Germany
A Spanish retailer translated its 'zapatos de running' page directly to 'running shoes'. After local keyword research, it discovered that Germans search for 'Laufschuhe' at three times the volume. A multilingual SEO company would have caught this. The site updated its metadata, headings, and opening copy to use 'Laufschuhe' and added hreflang tags. Within two months, organic traffic from Germany increased by 40%.
Three ways it goes wrong
- Literal translation Translating content word-for-word without local keyword research misses the terms people actually search, weakening visibility and click-through rates.
- Untranslated metadata Leaving titles, descriptions, or H1s in the source language tells search engines to serve the wrong content to local users, hurting relevance.
- Automated redirects Using IP-based language detection can prevent Googlebot from reaching the correct version and cause duplicate-content signals across locales.
Three checks before launch
- Local keyword research Verify that your keywords match local search intent, not just a direct translation of the source language term.
- Metadata and heading audit Check every page’s title, meta description, and H1 for language and keywords; do not leave defaults in the source language.
- Technical setup Implement hreflang tags and a consistent URL structure (subdomain, subdirectory, or ccTLD) before indexing to avoid duplicate product descriptions seo issues.
Common questions
What is the difference between translation and SEO translation?
Translation converts text word-for-word; SEO translation adapts it with local keyword research and search optimisation so it ranks in the target market.
Should I use machine translation as a starting point?
Yes, for drafts, but human review is essential to correct errors and optimise metadata, headings, and body copy for local search.
Sources
- Google Search Central Official guidance on multilingual and international targeting.
- Moz Blog posts on international SEO best practices and common mistakes.